Fear of abuse deters shop staff from implementing COVID measures

Undertaken by 3GEM Research and Insights, the research finds that the growing threat of abusive customers has also left 60% of returning retail staff feeling anxious, stressed and frightened about going back to work from Monday 12 April.

A number of major UK retailers have already raised concerns about the extent of aggression being experienced by their employees, with one business citing upwards of 1,000 violent incidents in the week that face coverings were made compulsory in stores.

Three-quarters of all those shop workers who took part in the study of 2,000 adults agreed there had been an increase in incidents of staff dealing with rude, abusive or violent shoppers since the pandemic began. More worryingly, two-in-three stated that the fear of abuse or assault had resulted in them failing to implement COVID-related regulations in the last year. 

One third admitted that they had been too frightened or intimidated to ask shoppers to wear a mask or stick to social distancing guidelines on at least one occasion. Limiting the number of people in stores had also proven to be an issue for one-in-four shop workers.

Anger and aggression 

Overall, 63% of workers dealing directly with customers said that they often felt unsafe as a result of having to deal with angry, aggressive or unpleasant shoppers. Half of all shop staff mentioned that they have had to take time off work after having to deal with an abusive customer. 

Tellingly, only one-in-six said they were prepared to ignore the potential for conflict with customers and implement COVID safety measures come what may.  

Supermarket worker Alison Chown from Huddersfield feels that dealing with abuse from shoppers has become part of her job. “Everything causes conflict, from asking people to wear a mask to offering hand sanitiser when they enter the store. I have customers shouting and waving their arms at me when I ask them to keep to a safe distance. You shouldn’t be going to work dreading who you’re going to encounter, but it’s sad to say that this is part of the job at the moment. We know it’s going to happen.”

Alasdair Field, CEO of Reveal, explained: “Far too many shop workers have been left feeling unsafe due to the growing threat of angry and abusive customers. This has only intensified since the pandemic began. COVID-19 has reminded employers everywhere of the Duty of Care they have to their teams. Whatever happens to behaviours as we emerge from lockdown, it’s time to take action to protect workers who serve the public with new solutions designed to de-escalate these situations before they occur.”

Abusive behaviour

The Reveal-commissioned study also references an upwards trend in abusive behaviour towards retail workers pre-COVID, with 67% of interviewees admitting they had witnessed an increase even before the pandemic started.

Back in February, 69 retail leaders petitioned Prime Minister Boris Johnson asking for it to become a statutory offence to assault, threaten or abuse a shop worker in England or Wales. The request followed on from the introduction of similar legislation in Scotland.

According to 3GEM Research and Insights, 76% of shop workers agree tougher action should be taken in England and Wales. 79% would like their employer to mirror the actions of High Street brands like Boots, Matalan and JD Sports who are providing their members of staff with body-worn cameras to help de-escalate confrontations. Importantly, such systems also provide clear evidence should anything untoward occur.

Three-quarters of shop staff said they believe body-worn cameras are a positive development for themselves and for shoppers, while a similar number admitted that wearing a front-facing camera would improve confidence and reduce anxiety when dealing with abusive patrons. 

Alasdair Field concluded: “What we’ve learned from many years of working with the police, Government and the health sector is that front-facing, body-worn cameras provide support, reassurance and confidence to both staff and the public. They’re proven to reduce complaints, increase safety and limit the use of force, all of which are essential elements in boosting the recovery of the UK’s High Streets in the post-COVID world.”